Mediapro extends deal with Supponor for virtual ad tech usage in La Liga

Supponor, the virtual advertising technology and solutions developer, has secured a new long-term licensing agreement with Mediapro, the host broadcaster of Spain’s La Liga.

The deal includes the continued use of Supponor’s DBRLive (Digital Billboard Replacement) virtual LED perimeter replacement product and its NSA (Natural Scene Augmentation) virtual carpets product.

DBRLive has been used by Mediapro during coverage of La Liga football matches in Spain since 2015 with NSA used since 2017.

The extension with Mediapro follows the recent deal signed directly between Supponor and FC Barcelona. It also includes a provision for Mediapro to offer virtual services to other sports federations based in Spain.

DBRLive is commercially deployed at over 80 La Liga matches per season. Matches covered include all FC Barcelona matches (home and away), Real Madrid (away), Atletico Madrid (home and away) and Espanyol (home).

“Supponor technology gives us the ability to sell bespoke, targeted advertising on international feeds of La Liga games in an increasingly global marketplace,” said Julian Fernandez, Commercial Dept, Mediapro. “It means we can tailor global sponsorship packages to take account of local tastes and language as well as sell regional and local advertising packages to new brands.”

The new contract gives Mediapro access to the very latest versions of both DBRLive and NSA, with both upgraded to include UHD/4K technical standards.

“This multi-year renewal is a great vote of confidence from both Mediapro and La Liga in our virtual advertising technology platform, our operations and our team,” added James Gambrell, the chief executive of Supponor.

“It confirms our position as the preeminent provider of virtual advertising technology and solutions in live sport. We look forward to working alongside Mediapro to expand their service beyond La Liga and into other leagues and federations across Spain’s vibrant sports sector.”